CMO's top 8 martech stories for the week - 14 October 2021

All the latest martech, adtech and customer tech news from InMobi, Genesys, NICE, Neustar, Sprinklr, Brightcove, OpenSparkz and Treasure Data

InMobi acquires performance insights platform

Adtech vendor, InMobi, has struck an agreement to acquire Appsumer, a performance marketing insights platform for mobile app advertisers that aims to provides a unified view of spend.

London-based Appsumer was funded by Galvanise Capital and pitches itself as a performance marketing management solution. Key features include no-code integration with more than 100 marketing channels, customisble dashboards for tracking goals and KPIs and daily processing of marketing data. Customers include Miniclip, Picsart and Viber.

Under the deal, Appsumer’s self-serve tech platform, IP and team will be combined with InMobi’s stack as the pair work to create an operating system that can also enable more quick experimentation, optimisation and activation across performance marketing campaigns. Financial terms of the deal were not disclosed.

Appsumer founder and CEO, Shumel Lais, will continue to lead the division and its product roadmap and the business will continue operating independently as a subsidiary.

“Appsumer brings a next-generation approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily,” said InMobi Group co-founder and CEO of Marketing Solutions, Abhay Singhal. “The solution makes it easy to map all mobile performance media investment to business outcomes.”

Genesys looks for more empathy through acquisitions

Our second acquisition news of the week is from Genesys, which acquired Pointillist and as part of a plan to “deliver the power of empathy” into today’s customer experiences.

Pointillist is an AI-driven customer journey orchestration and analytics solution, while is a cloud-based conversational AI platform for sales and marketing teams. Genesys said both are important and deliberate steps in elevating the customer experience beyond the contact centre and making it a force multiplier for customer value in sales cycle acceleration and customer engagement automation. Both transactions are expected to close before the end of calendar year 2021. Financial terms were not disclosed.

The big plan is to combine Pointillist and with Genesys AI, digital and customer experience (CX) technology to uncover new levels of insights that help organisations improve their ability to listen, understand, act and learn. Tools include visualising, measuring, tracking and analysing actionable experiences and events for sales and marketing teams to better predict the right next-best action with customers.

“Experience-as-a-service is no longer an industry vision but rather a business advantage. With our cloud platforms and ecosystem, businesses can orchestrate personalised experiences for their customers and employees in a way previously not possible,” claimed Genesys CEO and chairman, Tony Bates.

Neustar aims to improve marketing optimisation

Also hoping to improve marketing measurement is Neustar, which has launched its new Neustar Optimizer closed-loop marketing optimisation and consumer insights platform.

The identity resolution vendor said the aim is to help marketers improve marketing and brand performance by measuring all consumer activity, while providing tools to support real-time optimisations of marketing mix, media budget allocation, campaign and creative tactics and audience segments.

The Optimizer platform harnesses Neustar’s consumer identity and unified marketing measurement capabilities. Functionality includes the ability to conduct unified analytics across marketing mix modelling and advanced multi-touch attribution through an advanced clean room, machine learning and consumer identity graph capabilities. Users can also conduct reach and frequency analysis, implement journey analytics to see how paid, owned and earned media and customer service touchpoints impact the path to purchase, and optimise audience targeting through more incremental segmentation.

The vendor said customers can also bring their own models to rapidly test and predict return on investment across hundreds of marketing scenarios. Optimizer leverages Neustar’s Fabrick data connectivity platform, which connects with linear and addressable TV platforms, the walled gardens, over 250 publishers and over 60 adtech, martech and ad serving platforms. 

Spinklr ups the ante on care

Social and service management platform, Sprinklr, has taken the wrappers off Sprinklr Modern Care, a solution aimed at unifying agent and customer experiences across channels in one platform.

Sprinklr Modern Care brings enhanced AI and automation functionality to help companies unify case management and agent engagement in one contact centre software solution. New features include conversational AI and bots, contact centre automation and intelligence, live chat video calling and an enhanced self-service community. The vendor claims its service offering units 35 channels, from live chat to social, message, email and social.

“With our latest Sprinklr Modern Care innovations, we’re further accelerating time to value for companies who want to unify their customer care into the digital age,” Sprinklr CTO, Pavitar Singh, said.

Brightcove aims to improve video asset management

Brightcove has announced Brightcove Marketing Studio, a new solution for finding, using and repurposing video assets.

Brightcove Marketing Studio provides role-based access to video assets through a team’s preferred social platforms, marketing automation, digital asset management and content management tools. Features stretch from centralised video management including full-length videos, social clips and thumbnails, to an ability to pull video into existing workflow tools for email, partner, Web and event campaigns. Smart search functionality also surfaces relevant videos through tagging and recommendations based on topic, format, audience and buyer stage.

There are also tools for measuring video performance and viewer engagement, which can be displayed in dashboards or existing third-party analytics systems.

NICE aims for improved interactions

NICE has debuted a new framework, Customer Experience Interactions, underpinning a unified suite of applications for customer service and support on its CXone platform.

The vendor is pitching CXi as a way for organisations to intelligently meet their customers wherever their journey begins, enabling resolution through artificial intelligence (AI) and data-driven self-service while also arming agents to better resolve customer needs events. To do this, CXi encompasses contact-centre as-a-service, workforce optimisation, analytics, AI and digital self-service based on CXone. Specific tools include digital entry point solutions, journey orchestration, conversation automation based on data insights, voice of customer and real-time information to agents.  The framework uses NICE’s Englighten AI engine to generate specific predictions, decisions and actions for a variety of relevant use cases, from smarter forecasting through agent soft-skills behaviours to predicting customer satisfaction.

OpenSparkz Gratifiis customer loyalty platform

ASX-listed Gratifii (GTI) and loyalty scheme platform provider, OpenSparkz, have officially launched a unified platform bringing together their merchant payments technology and customer loyalty management solutions.

In announcing the availability of the new Payment Linked Loyalty Solution, OpenSparkz CEO, Terry McMullen said the combination of payment-linked technology with the rich offer content and loyalty assets from Gratifii delivers a total solution for retailers at a lower price point.

“Our tech teams have been able to work together seamlessly to deliver a world-class solution for the frictionless accumulation and redemption of rewards,” said Gratifii executive chairman, Iain Dunstan.

The approach from the two companies is to allow consumers to link their credit or debit cards to their preferred customer loyalty program, then make a purchase to get rewards automatically in real time. This removes the need for digital membership cards and offer coupons or vouchers. For rewards program operators, there’s also the promise of real-time transaction data for better customer and merchant engagement.

“For merchants it means being able to use offers and rewards to generate increased sales without the hassle of POS integration, data capture or staff training,” Dunstan added.

Taking the CDP beyond marketing

Treasure Data is looking to extend the use of its customer data platform (CDP) beyond the marketing department with a new CDP for Service offering.

The vendor’s new suite of solutions is designed to bring together privacy-protected data across all customer touchpoints and has an emphasis on helping customer service teams access real-time data and insights to personalise and optimise interactions. This includes voice, chat and digital customer service systems and tapping into Web and mobile browsing, marketing campaigns, earlier purchases, prior customer service or in-store interaction data.

Benefits of the platform include AI-driven agent assist with recommendations, unified customer view across organisational divisions and intelligent routing.

Treasure Data’s CDP for Service is available worldwide and compatible with cloud platforms such as Zendesk, Genesys and Salesforce.

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